Exploring the flaming scenario on youtube within the Malaysian context

One of the major acts of cyber-bullying in today’s Internet era is flaming. Flaming refers to the use of offensive language such as swearing and insulting as well as posting hateful comments through an online medium. In this study, the act of flaming was explored in the context of social media, part...

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Main Author:	Revathy, Amadera Limgam
Format:	Thesis
Language:	eng eng
Published:	2019
Subjects:	HN Social history and conditions Social problems Social reform
Online Access:	https://etd.uum.edu.my/8136/1/s96126_01.pdf https://etd.uum.edu.my/8136/2/s96126_02.pdf
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id	my-uum-etd.8136
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Aripin, Norizah
topic	HN Social history and conditions Social problems Social reform
spellingShingle	HN Social history and conditions Social problems Social reform Revathy, Amadera Limgam Exploring the flaming scenario on youtube within the Malaysian context
description	One of the major acts of cyber-bullying in today’s Internet era is flaming. Flaming refers to the use of offensive language such as swearing and insulting as well as posting hateful comments through an online medium. In this study, the act of flaming was explored in the context of social media, particularly YouTube. The research aims to understand 'individuals' in posting hateful comments on YouTube and to classify ‘flaming’ comments posted on YouTube videos in Malaysia. The Uses and Gratifications theory (UGT) was used to explain the commenters' satisfaction obtained through the flaming activity and the motivation to flame on the site. The methodology in this study were in-depth interviews and content analysis. Ten flamers were interviewed to understand their motivation to flame on YouTube. As for content analysis, one video was chosen for each top five out of fifteen categories available on YouTube. The categories were entertainment, film and animation, news and politics, comedy and people and blogs, with at least 100,000 views and a minimum of 100 comments and analyzed thematically. It can be concluded that the motivation to flame in Malaysia includes anonymity, norm, aspect of entertainment, being defensive and so on. As for the comments' classifications for content analysis, the results show that the most prominent types of comments found on Malaysian videos are political attack and racial attack. Other subcategories include name calling, insult, criticism, sexual attack, sarcasm, inter-country attack, speculation, defamation, comparison, sexism, religious attack, threaten, homophobic, stereotype, inter-state attack, sedition, defensive and comments that are off-topic. This study contributes to the usage of UGT in a new perspective which is gratification sought through negativity (flaming). This study also contributes practically in the enrichment of the data on flaming for the concerning parties such as Malaysian Communications and Multimedia Commission and Cyber Security Malaysia.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Revathy, Amadera Limgam
author_facet	Revathy, Amadera Limgam
author_sort	Revathy, Amadera Limgam
title	Exploring the flaming scenario on youtube within the Malaysian context
title_short	Exploring the flaming scenario on youtube within the Malaysian context
title_full	Exploring the flaming scenario on youtube within the Malaysian context
title_fullStr	Exploring the flaming scenario on youtube within the Malaysian context
title_full_unstemmed	Exploring the flaming scenario on youtube within the Malaysian context
title_sort	exploring the flaming scenario on youtube within the malaysian context
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2019
url	https://etd.uum.edu.my/8136/1/s96126_01.pdf https://etd.uum.edu.my/8136/2/s96126_02.pdf
_version_	1747828333931921408
spelling	my-uum-etd.81362022-04-13T03:12:38Z Exploring the flaming scenario on youtube within the Malaysian context 2019 Revathy, Amadera Limgam Aripin, Norizah Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts & Sciences HN Social history and conditions. Social problems. Social reform One of the major acts of cyber-bullying in today’s Internet era is flaming. Flaming refers to the use of offensive language such as swearing and insulting as well as posting hateful comments through an online medium. In this study, the act of flaming was explored in the context of social media, particularly YouTube. The research aims to understand 'individuals' in posting hateful comments on YouTube and to classify ‘flaming’ comments posted on YouTube videos in Malaysia. The Uses and Gratifications theory (UGT) was used to explain the commenters' satisfaction obtained through the flaming activity and the motivation to flame on the site. The methodology in this study were in-depth interviews and content analysis. Ten flamers were interviewed to understand their motivation to flame on YouTube. As for content analysis, one video was chosen for each top five out of fifteen categories available on YouTube. The categories were entertainment, film and animation, news and politics, comedy and people and blogs, with at least 100,000 views and a minimum of 100 comments and analyzed thematically. It can be concluded that the motivation to flame in Malaysia includes anonymity, norm, aspect of entertainment, being defensive and so on. As for the comments' classifications for content analysis, the results show that the most prominent types of comments found on Malaysian videos are political attack and racial attack. Other subcategories include name calling, insult, criticism, sexual attack, sarcasm, inter-country attack, speculation, defamation, comparison, sexism, religious attack, threaten, homophobic, stereotype, inter-state attack, sedition, defensive and comments that are off-topic. This study contributes to the usage of UGT in a new perspective which is gratification sought through negativity (flaming). This study also contributes practically in the enrichment of the data on flaming for the concerning parties such as Malaysian Communications and Multimedia Commission and Cyber Security Malaysia. 2019 Thesis https://etd.uum.edu.my/8136/ https://etd.uum.edu.my/8136/1/s96126_01.pdf text eng public https://etd.uum.edu.my/8136/2/s96126_02.pdf text eng public phd doctoral Universiti Utara Malaysia Aiken, M., & Waller, B. (2000). Flaming among first-time group support system users. Information & Management, 37(2), 95-100. Adams, R. E., Bukowski, W. M., & Bagwell, C. (2005). 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